Course Title: Implement and monitor marketing activities
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG7908C
Course Title: Implement and monitor marketing activities
School: 650T Vocational Business Education
Campus: City Campus
Program: C5342 - Diploma of Marketing
Course Contact: Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email: timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Chris Lee
Phone: 99255471 (Direct)
Nominal Hours: 50
Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Pre-requisites and Co-requisites
None
Course Description
This unit describes the skills and knowledge required to apply and observe marketing plan objectives and action necessary improvements.
It applies to individuals who possess a sound theoretical knowledge base in advertising management, and demonstrate a range of managerial skills. In this role, they usually lead and coordinate a marketing team, implement a marketing plan, monitor performance of marketing strategies and evaluate their effectiveness.
They also involve team members in identifying improvements for marketing strategies and formulating recommendations for future marketing activities.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG514 Implement and monitor marketing activities |
Element: |
1. Implement marketing strategies and tactics |
Performance Criteria: |
1. Implement marketing strategies and tactics 1.1.Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities 1.2.Identify and brief marketing and non-marketing personnel critical to the success of the marketing plan, on the objectives of the plan, performance measures, and their roles and responsibilities 1.3.Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements 1.4.Implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives 1.5. Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with the marketing plan
|
Element: |
2. Monitor marketing strategies and tactics |
Performance Criteria: |
2.1.Monitor and implement promotional activity against communication objectives in the marketing plan 2.2.Monitor product, pricing and distribution decisions against organisational policy and the objectives of the marketing plan 2.3.Monitor marketing results against targets in the marketing plan 2.4.Monitor marketing revenue and costs against budget, and analyse record variations 2.5. Prepare and present marketing reports that indicate ongoing progress towards marketing objectives |
Element: |
3. Evaluate and improve marketing performance |
Performance Criteria: |
3.1.Regularly assess marketing performance against objectives 3.2.Identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix 3.3.Change business practices in line with changing customer requirements to maintain business relevance and viability 3.4.Document recommendations for improvement in accordance with organisational requirements 3.5. Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to apply and observe marketing plan objectives and action necessary improvements.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and collaborative class room based activities.
The self-based activities will be delivered through various technology platforms and will include quizzes, scenario case studies and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice skills in a simulated workplace environment.
Teaching Schedule
Week |
Week Commencing |
Topics |
Assessment |
1 |
4 Jul |
Course Overview – Implement and monitor marketing activities & Conduct marketing audit |
|
2 |
11 Jul |
Internal & external environment analysis |
|
3 |
18 Jul |
Marketing planning: Objectives & strategies |
|
4 |
25 Jul |
IMC audit |
|
5 |
1 Aug |
Internal market analysis |
|
6 |
8 Aug |
Market analysis and Trends audit |
|
7 |
15 Aug |
Marketing audit report writing |
|
8 |
22 Aug |
Student consultation session (Assessment Task 1) |
Assessment Task 1 due in week 8 4 Sep. Sun.11.59pm |
|
29 Aug to 4 Sep |
Mid-Semester Break |
|
9 |
5 Sep |
Marketing implementation |
|
10 |
12 Sep |
Monitor, control & evaluation |
|
|
11 |
19 Sep |
Marketing performance measurement audit #1 |
|
|
12 |
26 Sep |
Marketing performance measurement audit #2 |
|
|
13 |
3 Oct |
Student consultation session (Assessment Task 2) |
Assessment Task 2 - due in week 13 9 Oct. Sun. 11.59pm |
14 |
10 Oct |
1. Students to prepare for: 1a. Week 15 Assessment Task 3 (Oral Class Presentation to the teacher) 1b. Week 16 (Oral WIL project presentation to the client) |
|
15 |
17 Oct |
Class presentation to the teacher |
Assessment Task 3 Week 15 |
16 |
24 Oct |
1. WIL project presentation to the client 2. Final resubmissions & feedback |
|
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
This course is co-delivered and co-assessed with MKTG5833C Conduct A Marketing Audit
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
Performance Evidence
You must provide evidence of the ability to:
- successfully implement marketing strategies identified in an organisation’s marketing plan
- coordinate personnel involved in conducting marketing activities
- monitor, evaluate and report on marketing activities against defined objectives
- modify marketing activities in line with new or emerging trends.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- outline organisational strategic and marketing objectives, plans and performance measures
- summarise principles of marketing mix
- explain key provisions of relevant legislation, codes of practice and national standards affecting marketing operations.
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
Assessment Task 1 – Conduct marketing audit and marketing audit report
Date handed out: Week 1
Date and time due: Week 8 (4 Sep. 2016: Sun.11.59pm.)
Group or Individual: Groups of no more than 4 students.
Purpose:
This assignment will allow you to demonstrate an understanding of the requirements needed to conduct a marketing audit. You will need to take into consideration the relevant marketing environment.
Requirements:
You are required to submit a marketing audit report based on the client’s brief. Your audit will cover the company’s internal micro-environment, meso-environment, external macro-environment and the company’s marketing strategies.
When completed, submit the audit report electronically (Turnitin) via blackboard. The report should not exceed 4,000 words.
Details of Assessment:
This assignment MUST be done in relation to the client’s company.
Note: The required structure for this assessment is included in the assessment cover sheet on blackboard. Students must adhere to the assignment format provided including the assignment cover sheet, and adhere to the presentation requirements below.
The assignment must:
-
- Include headings and sub-headings,
- Use Arial font type and size 11pt.,
- Use minimum one and a half line spacing,
- Use only black font colour,
- Be typed print (not hand written) and include numbered pages;
- Be proofread, including spelling and grammar checked;
- Include a title page,
- All information used or cited in your assignment must be referenced where applicable (include a reference page).
Information must be well presented in a clear, concise, logical and business-like manner, using clear English expression
Assessment Task 2 – Implementation of proposed marketing activity
Date handed out: Week 2
Date and time due: Week 13 (9 Oct. 2016: Sun.11.59pm.)
Group or Individual: Groups of no more than 4 students.
Purpose:
This assignment will allow you to demonstrate an understanding of how to implement marketing activities and marketing audit findings.
Requirements:
The second assessment task will require students to submit a marketing plan with emphasis on implementing your proposed marketing activity and marketing audit effectively. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given.
Your role and responsibilities to the organization/company is guided by the client’s brief.
You must address the key requirements specified by the client.
The proposed document is to be submitted electronically via blackboard. The report should not exceed 5,000 words.
Details of Assessment:
This assignment MUST be done in relation to the WIL project client’s company.
Note: The required structure for this assessment is included in the assessment cover sheet on blackboard. Students must adhere to the assignment format provided including the assignment cover sheet, and adhere to the presentation requirements below.
The assignment must:
-
- Include headings and sub-headings,
- Use Arial font type and size 11pt.,
- Use minimum one and a half line spacing,
- Use only black font colour,
- Be typed print (not hand written) and include numbered pages;
- Be proofread, including spelling and grammar checked;
- Include a title page,
- All information used or cited in your assignment must be referenced where applicable (include a reference page).
Information must be well presented in a clear, concise, lo
Assessment Task 3 – Oral presentation
Date handed out: Week 13
Date and time due: Week 15
Group or Individual: Individual oral class presentation.
Purpose:
This assignment will allow students to present their proposed marketing plan highlighting their findings with emphasis on marketing strategies and implementing marketing activities.
Requirements:
The third assessment tasks will require students to present their WIL project covering key elements of internal and external marketing environment, marketing goals and objectives, marketing strategies & tactics and implementation of marketing activities.
Students are required to submit a hard copy of their oral presentation slides on the day of the oral presentation to the teacher prior to presenting. Students are to dress in an office or business attire and to present themselves in a professional manner for their oral client presentation. Maximum time limit for your oral presentation is 20 minutes.
Details of Assessment:
The order of your oral presentation is important. Has to be succinct and logical flow. Highlight your strengths and show that you understand the client’s requirements. Clearly describe the benefits they will receive from the proposed solution in your recommendation section and throughout your assignment and presentation. It is recommended that you have 10 to 15 slides. Use bullet points, graphs, charts or tables where relevant.
Assessment Matrix
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:
Final Grades table:
CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment:
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview